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Music executive Don Jazzy has shared the story of how he discovered and signed Afrobeats star Ayra Starr to his record label, Mavin Records.
In an interview with Echo, the Mavin boss revealed that at the time, there was a gap in the industry for a teenage Afrobeats superstar, and he was intentionally searching for fresh talent to fill it. To aid his search, he asked a contact to scout for promising young singers in universities. Among the recommendations he received was Ayra Starr’s Instagram profile.
Don Jazzy said what caught his eye was a freestyle Ayra Starr had posted on drug abuse — a subject he felt resonated strongly with Gen Z and the issues they face. The performance, he noted, convinced him that she was the artist he had been looking for.
He added that after reaching out to Ayra Starr directly without getting a response, he eventually contacted her brother to establish the connection that led to her signing with Mavin Records.
